Bruce Gerleman of Jethro’s reacts to fire and company beginnings

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Move over Dos Equis guy, Bruce Gerleman may very well be the most interesting man in Iowa. As the founder of Jethro’s BBQ, he reacts to news of the original Drake-neighborhood location burning to the ground—a property he sold years ago. He also discusses his background in Iowa, how he paid for a Des Moines building by selling the inventory inside it, why he coached Superman and Aquaman, and the origin story of the Adam Emmenecker challenge. 

Gerleman recounts the origins of Jethro’s, his second restaurant concept in Iowa after Splash Seafood in Downtown Des Moines. He mentions he wanted to bring Texas BBQ to Iowa, but with a unique Iowa spin. He also takes us on a fun trip down memory lane discussing how the Adam Emmencker challenge was created, and how a small woman holds the record over some big burly guys, including the host of Man Vs Food. 

Who is Bruce Gerleman?

Bruce Gerleman is the entrepreneur behind Iowa’s iconic Jethro’s BBQ and fine-dining staple Splash, but many have no idea he is also a figure behind central Iowa’s historic renovation. As a real estate developer, he shared his story about his role revitalizing downtown Des Moines.

Gerleman’s journey as a restaurateur began in 1998 when he opened Splash, inspired by his time in the Florida Keys. He loved fresh fish and seafood and sought to bring that experience to Iowa. A decade later, he launched Jethro’s BBQ in Des Moines, with a vision for a unique Iowa-style barbecue. The brand quickly gained national attention, with features on Man vs. Food and The Today Show.

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The original Jethro’s location, which burned down in 2025, remained special to him despite being sold years ago. The restaurant had become a landmark, earning national recognition and even being named one of the “Manliest restaurants in the Midwest” by Men’s Health magazine.

One of Jethro’s biggest claims to fame is the Adam Emmenecker Challenge—a towering five-pound sandwich that has drawn food competitors from around the world. The current world record for finishing it stands at 3 minutes and 1 second, held by competitive eater Molly Schuyler. In celebration of March Madness, Gerleman has offered a $25,000 prize to anyone who can break that record.

Jethro’s BBQ and the Iowa barbecue scene

After bringing fresh seafood to Iowa, Gerleman saw another opportunity during his travels to Texas. Iowa-style BBQ. At the time great BBQ options were few and Bruce Gerleman knew that needed to change.

“I had so many talented people working with me there at Splash. And I wanted to create opportunities for their growth and for them to achieve what they were wanting, their goals in life.” Gerleman said. “So I was in Austin, Texas visiting my daughter, Anna,  and we went to all the famous  barbecue places down there, Salt Lake and Willie Nelson’s place and, Franklin’s and on.” he said. And that’s when he had the idea.

“I came back to Des Moines and said, ‘what we need here in Des Moines is a barbecue, Iowa barbecue, not Texas barbeque, not Kansas City barbeque, not Memphis barbeque, but Iowa.  So we opened opened Jethro’s in 2008.”

Today there are 8 Jethro’s BBQ locations across Iowa in Ames, Des Moines, and Iowa City. Today, Iowa BBQ has become a major player in the country. “ Let’s give credit to Smokey D’s up there, my competition, they do a great job with their barbecue. They’ve won more national awards than anyone.” Gerleman said. “Let’s give  Watcha Smokin up in Luther, that’s a great barbecue.”

🐷 Check out our interview with Gwen Page of Watcha Smokin’ »

Gerleman’s passion for business and community development continues to shape Iowa’s food scene and urban landscape. His Jethro’s BBQ locations serve as a testament to his dedication to barbecue. Employing nearly 700 Iowans, Jethro’s has become the state’s largest independent restaurant buyer of pork.

For those eager to take on the Adam Emmenecker Challenge—or simply enjoy award-winning barbecue—Jethro’s locations can be found across Iowa. The restaurant group continues to grow, cementing its status as an Iowa institution. Gerleman mentioned for the month of March, he’s offering $25,000 to anyone who can break the current Adam Emmenecker Challenge record.

Transforming Iowa’s historic buildings

Beyond the restaurant business, Bruce Gerleman played a pivotal role in the redevelopment of Des Moines’ historic buildings. He spearheaded renovations on landmarks like the Homestead Building and the Saddlery Building, once destined for demolition. His historic preservation efforts helped revitalize the downtown area, attracting new businesses and residents.

One of the most unusual stories from his career involved purchasing the Saddlery Building for $348,000, which contained 250,000 vintage hats left by the previous owners. Gerleman’s negotiations with the owners included purchasing the entire inventory of hats.

After a front-page feature in The Des Moines Register, a hat-buying frenzy ensued. With long lines of customers eager to buy the hats, he was able to recover the full cost of the building in just two and a half weeks. “ I was there every  day, just sitting there throwing cash into  hat boxes,” said Gerleman. “I had paid $348,000 for the building and the hats. And I had 348, 000 of cash in my bank account.”

Coaching Hollywood Stars

In an unexpected twist, Gerleman also explained how he once coached two Hollywood superheroes—Jason Momoa (Aquaman) and Brandon Routh (Superman)—on their youth soccer team in Norwalk, Iowa. He recalled their playing styles and humorously noted that Momoa had a stronger natural ability for the game.